The only real way to stave off further decline is to come out with a product that establishes a whole new category — the way the iPad did in 2010但这似乎不太可能“Outside the echo chamber of Apple’s headquarters, the notion of the company’s exceptionalism has been shattered,” Kane writes.
正如我一再写的那样，这些相信史蒂夫乔布斯不可或缺的苹果熊可能是对的我们还不知道只有时间会给出答案But (again, as I’ve written repeatedly) the evidence so far doesn’t back that theory up, and the “new category” breakthrough products were in fact few and far between under Steve Jobs, too, and often dismissed by critics upon their unveiling在这些稀有的新产品之间，公司的生命血液一直都是渐进式改进到现有产品。
Which brings me back to the litigation with Samsung — the company that is coming to market with products that are every bit as good as Apple’s, and at a lower price to bootThis never-ending litigation is yet another sign that Apple is becoming a spent forceSuing each other “is not what innovative companies do,” said Robin Feldman, a patent law expert at the University of California, Hastings College of the Law.
Our lawsuit is saying, “Google, you fucking ripped off the iPhone, wholesale ripped us off.” Grand theftI will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrongI’m going to destroy Android, because it’s a stolen productI’m willing to go to thermonuclear war on thisThey are scared to death, because they know they are guiltyOutside of Search, Google’s products — Android, Google Docs — are shit.
就像凯恩一样她的作品早在二月份为了纽约客的网站，试图对于Scott Forstall来说，它有两种方式— arguing that Apple Maps was “a fiasco” in the very next paragraph after arguing that Tim Cook should not have fired Forstall, the executive who was responsible for Apple Maps in iOS 6 — Nocera here has painted Apple into a damned-if-they-do, damned-if-they-don’t scenario他花费了大部分专栏，认为苹果公司被搞砸了，因为他们在没有乔布斯的情况下失败了但现在他说他们被搞砸了，因为他们正在做究竟what Jobs expressly told his biographer he wanted to do: fight Android handset makers — and by proxy, Google — tooth and nail in court.
我认为苹果公司在过去三年里没有做过让Nocera无法撰写本专栏的内容与凯恩和她的书一样如果没有史蒂夫乔布斯，公司就会失败没有will convince them otherwise.
我不知道库克指的是什么产品但如果历史重演，那么宣布这些新产品 - 以及年度新版iPhone和iPad和MacBooks - 将无助于平息注定失败的乔布斯评论家的可能性很大。
The iPad was “just a big iPhone” when it was unveiled in 2010; today it’s hailed as Apple’s last great new product我的猜测是，我们会看到今年苹果公司发布的相同反应即使是最令人惊叹的新产品 - 例如iPhone - 也要花费数年才能在市场上证明自己这是一场漫长的比赛。
Even then — come, say, 2017, when Apple is reaping billions in profits from some product first introduced this year — the doomed-without-Jobs crowd could (and I bet will) just argue that the product succeeded only because it had been conceived while Steve Jobs was alive它永远不会停止。